Program
 
 
Location
Time
Icon Meal/Break
Networking Lounge
Saratoga 
More +
Hathorne 
1:00 - 2:15pm

It may be difficult to imagine now when the number of opportunities have increased dramatically and your biggest challenges are getting proposals out the door and finding and recruiting good talent, but another recession is on the way because the A/E/C industry is very cyclical. And, your firm’s ability to survive the next recession with minimal adverse impacts, or continue growing through the downturn, will depend on the proactive steps you take today to develop your immunity to recessionary effects. In this unique session you’ll learn the seven most important actions you must take now to insulate your firm from negative economic forces of the future. Your knowledge of this approach will elevate your status in the eyes of your firm’s executive team, make you the hero that saves jobs (including perhaps your own!), and provide your firm with the competitive advantage and resiliency necessary to achieve sales, revenue, and profitability goals regardless of market fluctuations.

This session is for CPSMs only.

More +
Garden Room 
2:00 - 4:00pm

Are you an SMPS chapter volunteer? Interested in becoming a chapter volunteer? Then you will not want to miss the Chapter Leadership Workshop! Led by members of the Society headquarters staff and board members, this workshop is designed to engage chapter volunteers at all levels. Attendees may earn 2 CEUs.

Workshop Highlights:

  • Leadership Training presentation by Mary Cruz, SMPS Vice President of Membership and Chapter Services
  • State of the Society
  • SMPS Primary Initiatives
  • Open forum to share best practices and challenges (e.g., membership: retention & recruiting, programming and events, engaging leaders/volunteers, critical conversations, working with industry alliances, and more)
  • Chapter/volunteer resources
  • Get to know your peers, SMPS board, and SMPS HQ staff
Icon Meal/Break
CPSM Group Break
Gallery 
More +
Coesa 
2:45pm - 4:00pm

The mission of the A/E/C Think Tank is to help solve the biggest challenges that marketing professionals face on a daily basis. Gathering diverse professionals representing A/E/C and support service firms together provide a unique, 360 degree perspective that results in a myriad of practical and easily implementable solutions. With the collective help from the group, major challenges no longer seem so daunting. Through the brainstorming session, participants also discover answers to similar challenges, even ones that they may not realize they had.

Following a brief welcome, each participant has ten minutes beginning with a short 1 – 2 minute introduction and their marketing challenge. The remainder of the time is used for the group to collaboratively provide strategies, action plans, recommendations and suggestions for what may be holding them back, or to delve deeper into specifically what they are trying to figure out. A continual flow of information and ideas are generated within a roundtable format. In some cases, participants are able to provide resources or contacts that not only help solve a particular challenge, but may be particularly valuable for business growth.

This session is for CPSMs only.

More +
Saratoga
Automobile
Museum 
6:00 - 8:00pm

Sip cocktails, nibble on appetizers and mingle among one of a kind automobiles during the Welcome Reception at the Saratoga Automobile Museum! (This cost is included with registration)

After the reception, take the shuttle to explore the variety of culinary options offered in downtown Saratoga Springs!

  • Shuttle from Automobile Museum to Saratoga Springs City Center will run until 8:30PM
  • Shuttle from Saratoga Springs City Center to Gideon Putnam Hotel will run from 8:30PM – 11:00PM

Networking Lounge

Synopsis

Presenter

1:00 PM

1:00 - 2:15pm

CPSM Session 1: Strengthen Your Immunity

Synopsis

It may be difficult to imagine now when the number of opportunities have increased dramatically and your biggest challenges are getting proposals out the door and finding and recruiting good talent, but another recession is on the way because the A/E/C industry is very cyclical. And, your firm’s ability to survive the next recession with minimal adverse impacts, or continue growing through the downturn, will depend on the proactive steps you take today to develop your immunity to recessionary effects. In this unique session you’ll learn the seven most important actions you must take now to insulate your firm from negative economic forces of the future. Your knowledge of this approach will elevate your status in the eyes of your firm’s executive team, make you the hero that saves jobs (including perhaps your own!), and provide your firm with the competitive advantage and resiliency necessary to achieve sales, revenue, and profitability goals regardless of market fluctuations.

This session is for CPSMs only.

Presenter

Chuck Roberts

2:00 PM

2:00 - 4:00pm

SMPS Leadership Workshop

Synopsis

Are you an SMPS chapter volunteer? Interested in becoming a chapter volunteer? Then you will not want to miss the Chapter Leadership Workshop! Led by members of the Society headquarters staff and board members, this workshop is designed to engage chapter volunteers at all levels. Attendees may earn 2 CEUs.

Workshop Highlights:

  • Leadership Training presentation by Mary Cruz, SMPS Vice President of Membership and Chapter Services
  • State of the Society
  • SMPS Primary Initiatives
  • Open forum to share best practices and challenges (e.g., membership: retention & recruiting, programming and events, engaging leaders/volunteers, critical conversations, working with industry alliances, and more)
  • Chapter/volunteer resources
  • Get to know your peers, SMPS board, and SMPS HQ staff

Presenter

CPSM Group Break

Synopsis

Presenter

2:45 PM

2:45pm - 4:00pm

CPSM Session 2: A/E/C Marketing Think Tank

Synopsis

The mission of the A/E/C Think Tank is to help solve the biggest challenges that marketing professionals face on a daily basis. Gathering diverse professionals representing A/E/C and support service firms together provide a unique, 360 degree perspective that results in a myriad of practical and easily implementable solutions. With the collective help from the group, major challenges no longer seem so daunting. Through the brainstorming session, participants also discover answers to similar challenges, even ones that they may not realize they had.

Following a brief welcome, each participant has ten minutes beginning with a short 1 – 2 minute introduction and their marketing challenge. The remainder of the time is used for the group to collaboratively provide strategies, action plans, recommendations and suggestions for what may be holding them back, or to delve deeper into specifically what they are trying to figure out. A continual flow of information and ideas are generated within a roundtable format. In some cases, participants are able to provide resources or contacts that not only help solve a particular challenge, but may be particularly valuable for business growth.

This session is for CPSMs only.

Presenter

Marcia Kellogg

6:00 PM

6:00 - 8:00pm

Welcome Reception at the Saratoga Automobile Museum

Synopsis

Sip cocktails, nibble on appetizers and mingle among one of a kind automobiles during the Welcome Reception at the Saratoga Automobile Museum! (This cost is included with registration)

After the reception, take the shuttle to explore the variety of culinary options offered in downtown Saratoga Springs!

  • Shuttle from Automobile Museum to Saratoga Springs City Center will run until 8:30PM
  • Shuttle from Saratoga Springs City Center to Gideon Putnam Hotel will run from 8:30PM – 11:00PM

Presenter

 
 
Location
Time
  • Coffee, Tea, Fresh Fruit Juices
  • Whole Seasonal Fruit & Fresh Fruit Salad
  • Fruit Preserves, Flakey Croissants & Coffee Cakes
  • Breakfast Breads, Assorted Muffins
  • NY-Style Bagels, Plain and Flavored Cream Cheese, Butter
  • Assorted Yogurts, House Honey Roasted Granola
  • House Selection Cereals
  • Scrambled Eggs, Roasted Breakfast Potato Medley
  • Smoked Bacon & Pork Link Sausage
  • Cinnamon Swirl French Toast
More +
Coesa/Hathorne 
8:30 - 10:00am

Peter Shankman blames ADHD for most of his success.

He’s best known for founding Help A Reporter Out (HARO) and as the founder and CEO of The Geek Factory, Inc. a boutique social media, marketing and customer service strategy firm located in New York City He spends the majority of his time on the road, keynoting corporate events for clients including American Express, Sheraton, Saudi Aramco, Cisco, SAP, Sprint, The US Department of Defense, Walt Disney World and many more. In his little spare time he is a NASA Advisory Board member, angel investor in multiple start-ups, sub-4 marathon runner, Ironman and B-licensed skydiver. A tweet of his was voted one of the top 10 Tweets of 2011 by ABC News and Twitter. Peter recently authored the bestselling book Zombie Loyalists: Using Great Service to Create Rabid Fans. He lives in New York City with his beautiful wife and daughter, and two psychotic cats.

More +
Gallery 
10:00 -10:15 am
  • Fruit
  • Granola
  • Nutrigrain bars
  • Coffee and Tea
More +
Coesa/Hathorne 
10:30 – 11:45am

In this rapidly diversifying, endlessly more competitive landscape, it’s more difficult than ever for AEC firms to stand out of the crowd. As such, the function that marketing performs is only going to increase in importance, or at least should. So why do marketers, more often than not, have to fight an uphill battle to get the resources and attention they need to be successful?

This workshop will uncover the reasons behind this fact and explore how marketing professionals can change how they are seen and related to by the rest of the organization to get what they need to be more successful.With SMPS’s member culture of “all in this together,” this workshop promises to leave attendees with an invigorating new perspective on their role, and versatile new techniques to maximize the impact their voice and their work has.

More +
Orenda/Geyser  
10:30 – 11:45am

How to outsmart and outsell your competition from the RFQ through the boardroom presentation

Why You? and Why Now? – poorly answer these at your own peril!

These two simple questions are being asked continually by your prospects and those sitting through your RFP pitch.

But here’s a secret…your prospect is not a person, heart or soul; it’s actually a 3 pound organ called the brain! Yet, as amazing and powerful as the brain is, it’s very primitive and predictable in its decision making. During this dynamic session, you’ll learn how your prospect’s brain scientifically makes a buying decision; how to craft brain friendly messages; making your offer easier to understand, easier to digest, leading to faster and more efficient decisions…in your favor!

95% of presenters pitch in the exact opposite way than our brain’s decision making process.  You will learn the exact way to do it right, giving you a big advantage over your competitors. Smart companies are embracing the concept that attention is the new currency and are developing a brain-based approach to their selling and presenting that does just that, captures and holds attention all the way to decision…

Here the keys and secrets will be revealed to how you will continually reinforce they Why You and Why Now in a way that triggers the right buying decision, which is choosing you!

Those violating these key “brain rules” risk becoming commoditized and taken out of contention.  This session is a must for those who present and pitch for your company’s biggest opportunities.  If you don’t attend; let’s hope your competitor doesn’t either!

More +
Arches 
11:45 - 12:45pm
  • Vegetable supreme, Five cheese, Pepperoni
  • Buffalo Wings
  • Garlic Parmesan Wings
  • Garden Salad and House Dressings
  • Vegetable Crudités
  • Cookie & Brownie Dessert
More +
Orenda/Geyser 
1:00 – 2:15pm

Attracting and retaining the right talent in the AEC industry is a far more challenging task than simply offering competitive compensation and perks. Today’s top talent are hungry for something more, and they’re willing to go elsewhere if they can satisfy this hunger.

But your ability to attract and retain the best people is not the only thing at risk. On this battlefield, the struggle for culture, reputation, and future growth are all under attack.

We’ll unpack the five strategies that will set your firm apart in the battle for talent:

  • S – Strategy: Determining a path for the future growth of your culture and firm.
  • W – Weapons: Developing key communication assets to help tell your firm’s unique story.
  • O – Onboarding: Creating simple expectations for job duties and a path for future promotions.
  • R – Recognition: Elevating your people and finding creative ways to promote your team.
  • D – Differentiation: Packaging the most unique details of your firm.

We’ll discuss the premise for each, including examples of firms successfully applying these strategies to win their own hiring battles.

More +
Coesa/Hathorne 
1:00 – 2:15pm

Standing Out by Going Niche: A Targeted Research & Marketing Campaign

The “State of the Academic Librarian Spaces” is a sea change in Sasaki’s approach to marketing collateral. For the first time, our architects, librarian, graphic designers, and marketing professionals combined their diverse talents in developing content. We leveraged this comprehensive report to earn press placements, aid business development, and demonstrate expertise through thought leadership.

The impetus for this report came from one of our principal architects who noted the lack of attention given to librarians’ work spaces. Finding little discussion in design and library publications, we developed and conducted a survey that was disseminated to American Library Association listservs. Sasaki’s librarian, alongside our graphic design and marketing teams, analyzed the responses and developed an engaging narrative that uses infographics to illuminate interesting correlations and data points in a visually engaging way.

While the research gleaned from the library survey has informed our designers, it has also served as a tool for Sasaki’s marketing efforts. After co-developing a press release with our PR firm, we secured several press opportunities. We have also presented our findings at several presentations.

We continue to leverage this report to engage with current and future clients by sharing digital and physical copies with them. We have published blog posts to market the study to external audiences. To complete our cross-platform outreach, our marketers took snippets from the survey and used them as digestible “image cards” on social media channels.

This presentation explores the development and execution of this comprehensive effort as told by our librarian archivist, who drove the creation of the survey and report, and the marketing professional who led the marketing efforts. We will show how to structure impactful survey and analysis express ideas with high-impact graphics and editorial tone, and build a comprehensive marketing outreach campaign that maximizes a single piece of collateral.

More +
Gallery 
2:15 – 2:30pm

Tavern Break – Saratoga Springs – Home of the first kettle chip!

  • Putnam’s Chips & Onion Dip
  • Garden Vegetable Crudités & Ranch Dip
  • Bar Snack Mix

 

More +
Coesa/Hathorne 
2:30 – 3:30pm

A SWOT Analysis is an integral part of any strategic planning effort. But, if you’ve ever been a part of a company-wide or large group SWOT Analysis, you know how difficult it can be to get everyone to participate and obtain valuable information. The same loud voices and ideas typically dominate the outcome. This session offers an alternative six-step approach to facilitating a SWOT Analysis that is interactive and captures everyone’s thoughts – both reserved and outgoing – without singling anyone out.

Once information is gathered, the process focuses on quickly distilling the information to find strategies to build on strengths and overcome weaknesses so that you can maximize opportunities and minimize threats. The take away becomes a one page implementation plan – a realistic and achievable set of actions with a small business model and culture in mind. It provides a vision to position your firm, focus your marketing and business development efforts, and make the decisions that will get you where you want to be.

More +
Orenda/Geyser 
2:30 – 3:30pm
  • “It won’t take any time, it’s just a cut and paste job.”
  • “I need you to set up CRN or M, whatever… Just get it done.”
  • “Make it blue.”
  • “Set up a meeting with Santa Claus.”
  • “I know we don’t have any similar project experience, but at least they will see our name!”
  • “Yeah, we’re going to need you to work this weekend to get this RFQ done…” 

Do any of these sound familiar? If you have worked in this industry for more than a year, then you may have started to feel burnt out. Even if you work for a great company, that totally understands marketing and BD’s value, sometimes the job and natural parts of it can break even the strongest person down. But don’t worry! Help is here!

In this energetic, highly interactive, and humorous session, we will discuss the following:

  • How to recognize that you may be getting burnt out (before you actually do)
  • What some of the common causes of burn out are
  • What the consequences of burn out are
  • What you can do to manage or eliminate it

The focus of the session will be on solutions. Ideas, resources, tips, and actions that attendees can utilize to prevent or stop burn out. Each attendee will leave with strategies and tactics that they can use immediately to improve their situation! The interactive session will include group activities and demonstrations. There will be testimonials of what can go very wrong and how taking some simple steps can literally change your life. This session will not only help attendees in their jobs, but it will also help them in just about every aspect of their lives. We are hard wired to prosper. We just need to quit sabotaging ourselves and own it!

More +
Saratoga Casino & Raceway 
4:00pm - 7:00pm

Silks. Purse. Furlong. Stewards. Make sure you brush up on your derby lingo as we prepare for the most exciting 2 minutes in sports! Join us in a Night at the Derby, full of races, food, and of course… mint juleps. Fascinators and bowties optional, but strongly encouraged.  Dinner and drinks will be provided.

7:00 AM

7:00 - 8:30am

Putnam Breakfast – eggs, meat, fruit, and more!

Synopsis

  • Coffee, Tea, Fresh Fruit Juices
  • Whole Seasonal Fruit & Fresh Fruit Salad
  • Fruit Preserves, Flakey Croissants & Coffee Cakes
  • Breakfast Breads, Assorted Muffins
  • NY-Style Bagels, Plain and Flavored Cream Cheese, Butter
  • Assorted Yogurts, House Honey Roasted Granola
  • House Selection Cereals
  • Scrambled Eggs, Roasted Breakfast Potato Medley
  • Smoked Bacon & Pork Link Sausage
  • Cinnamon Swirl French Toast

Presenter

8:30 AM

8:30 - 10:00am

Opening Keynote: Peter Shankman

Synopsis

Peter Shankman blames ADHD for most of his success.

He’s best known for founding Help A Reporter Out (HARO) and as the founder and CEO of The Geek Factory, Inc. a boutique social media, marketing and customer service strategy firm located in New York City He spends the majority of his time on the road, keynoting corporate events for clients including American Express, Sheraton, Saudi Aramco, Cisco, SAP, Sprint, The US Department of Defense, Walt Disney World and many more. In his little spare time he is a NASA Advisory Board member, angel investor in multiple start-ups, sub-4 marathon runner, Ironman and B-licensed skydiver. A tweet of his was voted one of the top 10 Tweets of 2011 by ABC News and Twitter. Peter recently authored the bestselling book Zombie Loyalists: Using Great Service to Create Rabid Fans. He lives in New York City with his beautiful wife and daughter, and two psychotic cats.

Presenter

Peter Shankman

10:00 AM

10:00 -10:15 am

Morning Break

Synopsis

  • Fruit
  • Granola
  • Nutrigrain bars
  • Coffee and Tea

Presenter

10:30 AM

10:30 – 11:45am

Marketing the Marketer

Synopsis

In this rapidly diversifying, endlessly more competitive landscape, it’s more difficult than ever for AEC firms to stand out of the crowd. As such, the function that marketing performs is only going to increase in importance, or at least should. So why do marketers, more often than not, have to fight an uphill battle to get the resources and attention they need to be successful?

This workshop will uncover the reasons behind this fact and explore how marketing professionals can change how they are seen and related to by the rest of the organization to get what they need to be more successful.With SMPS’s member culture of “all in this together,” this workshop promises to leave attendees with an invigorating new perspective on their role, and versatile new techniques to maximize the impact their voice and their work has.

Presenter

Brent Robertson

10:30 AM

10:30 – 11:45am

NeuroSelling

Synopsis

How to outsmart and outsell your competition from the RFQ through the boardroom presentation

Why You? and Why Now? – poorly answer these at your own peril!

These two simple questions are being asked continually by your prospects and those sitting through your RFP pitch.

But here’s a secret…your prospect is not a person, heart or soul; it’s actually a 3 pound organ called the brain! Yet, as amazing and powerful as the brain is, it’s very primitive and predictable in its decision making. During this dynamic session, you’ll learn how your prospect’s brain scientifically makes a buying decision; how to craft brain friendly messages; making your offer easier to understand, easier to digest, leading to faster and more efficient decisions…in your favor!

95% of presenters pitch in the exact opposite way than our brain’s decision making process.  You will learn the exact way to do it right, giving you a big advantage over your competitors. Smart companies are embracing the concept that attention is the new currency and are developing a brain-based approach to their selling and presenting that does just that, captures and holds attention all the way to decision…

Here the keys and secrets will be revealed to how you will continually reinforce they Why You and Why Now in a way that triggers the right buying decision, which is choosing you!

Those violating these key “brain rules” risk becoming commoditized and taken out of contention.  This session is a must for those who present and pitch for your company’s biggest opportunities.  If you don’t attend; let’s hope your competitor doesn’t either!

Presenter

Bryan Gray

11:45 AM

11:45 - 12:45pm

Lunch – Pizza Party!

Synopsis

  • Vegetable supreme, Five cheese, Pepperoni
  • Buffalo Wings
  • Garlic Parmesan Wings
  • Garden Salad and House Dressings
  • Vegetable Crudités
  • Cookie & Brownie Dessert

Presenter

1:00 PM

1:00 – 2:15pm

The Art of War (for AEC Talent)

Synopsis

Attracting and retaining the right talent in the AEC industry is a far more challenging task than simply offering competitive compensation and perks. Today’s top talent are hungry for something more, and they’re willing to go elsewhere if they can satisfy this hunger.

But your ability to attract and retain the best people is not the only thing at risk. On this battlefield, the struggle for culture, reputation, and future growth are all under attack.

We’ll unpack the five strategies that will set your firm apart in the battle for talent:

  • S – Strategy: Determining a path for the future growth of your culture and firm.
  • W – Weapons: Developing key communication assets to help tell your firm’s unique story.
  • O – Onboarding: Creating simple expectations for job duties and a path for future promotions.
  • R – Recognition: Elevating your people and finding creative ways to promote your team.
  • D – Differentiation: Packaging the most unique details of your firm.

We’ll discuss the premise for each, including examples of firms successfully applying these strategies to win their own hiring battles.

Presenter

Josh Miles

1:00 PM

1:00 – 2:15pm

Standing Out by Going Niche

Synopsis

Standing Out by Going Niche: A Targeted Research & Marketing Campaign

The “State of the Academic Librarian Spaces” is a sea change in Sasaki’s approach to marketing collateral. For the first time, our architects, librarian, graphic designers, and marketing professionals combined their diverse talents in developing content. We leveraged this comprehensive report to earn press placements, aid business development, and demonstrate expertise through thought leadership.

The impetus for this report came from one of our principal architects who noted the lack of attention given to librarians’ work spaces. Finding little discussion in design and library publications, we developed and conducted a survey that was disseminated to American Library Association listservs. Sasaki’s librarian, alongside our graphic design and marketing teams, analyzed the responses and developed an engaging narrative that uses infographics to illuminate interesting correlations and data points in a visually engaging way.

While the research gleaned from the library survey has informed our designers, it has also served as a tool for Sasaki’s marketing efforts. After co-developing a press release with our PR firm, we secured several press opportunities. We have also presented our findings at several presentations.

We continue to leverage this report to engage with current and future clients by sharing digital and physical copies with them. We have published blog posts to market the study to external audiences. To complete our cross-platform outreach, our marketers took snippets from the survey and used them as digestible “image cards” on social media channels.

This presentation explores the development and execution of this comprehensive effort as told by our librarian archivist, who drove the creation of the survey and report, and the marketing professional who led the marketing efforts. We will show how to structure impactful survey and analysis express ideas with high-impact graphics and editorial tone, and build a comprehensive marketing outreach campaign that maximizes a single piece of collateral.

Presenter

Aliza Leventhal and Zach Loudin

2:15 PM

2:15 – 2:30pm

Afternoon Break

Synopsis

Tavern Break – Saratoga Springs – Home of the first kettle chip!

  • Putnam’s Chips & Onion Dip
  • Garden Vegetable Crudités & Ranch Dip
  • Bar Snack Mix

 

Presenter

2:30 PM

2:30 – 3:30pm

Not your typical SWOT Analysis

Synopsis

A SWOT Analysis is an integral part of any strategic planning effort. But, if you’ve ever been a part of a company-wide or large group SWOT Analysis, you know how difficult it can be to get everyone to participate and obtain valuable information. The same loud voices and ideas typically dominate the outcome. This session offers an alternative six-step approach to facilitating a SWOT Analysis that is interactive and captures everyone’s thoughts – both reserved and outgoing – without singling anyone out.

Once information is gathered, the process focuses on quickly distilling the information to find strategies to build on strengths and overcome weaknesses so that you can maximize opportunities and minimize threats. The take away becomes a one page implementation plan – a realistic and achievable set of actions with a small business model and culture in mind. It provides a vision to position your firm, focus your marketing and business development efforts, and make the decisions that will get you where you want to be.

Presenter

Katelin Etoh

2:30 PM

2:30 – 3:30pm

The Antidote for Burnout: The AEC Marketer’s Kryptonite

Synopsis

  • “It won’t take any time, it’s just a cut and paste job.”
  • “I need you to set up CRN or M, whatever… Just get it done.”
  • “Make it blue.”
  • “Set up a meeting with Santa Claus.”
  • “I know we don’t have any similar project experience, but at least they will see our name!”
  • “Yeah, we’re going to need you to work this weekend to get this RFQ done…” 

Do any of these sound familiar? If you have worked in this industry for more than a year, then you may have started to feel burnt out. Even if you work for a great company, that totally understands marketing and BD’s value, sometimes the job and natural parts of it can break even the strongest person down. But don’t worry! Help is here!

In this energetic, highly interactive, and humorous session, we will discuss the following:

  • How to recognize that you may be getting burnt out (before you actually do)
  • What some of the common causes of burn out are
  • What the consequences of burn out are
  • What you can do to manage or eliminate it

The focus of the session will be on solutions. Ideas, resources, tips, and actions that attendees can utilize to prevent or stop burn out. Each attendee will leave with strategies and tactics that they can use immediately to improve their situation! The interactive session will include group activities and demonstrations. There will be testimonials of what can go very wrong and how taking some simple steps can literally change your life. This session will not only help attendees in their jobs, but it will also help them in just about every aspect of their lives. We are hard wired to prosper. We just need to quit sabotaging ourselves and own it!

Presenter

Matt Connor

4:00 PM

4:00pm - 7:00pm

Night at the Derby

Synopsis

Silks. Purse. Furlong. Stewards. Make sure you brush up on your derby lingo as we prepare for the most exciting 2 minutes in sports! Join us in a Night at the Derby, full of races, food, and of course… mint juleps. Fascinators and bowties optional, but strongly encouraged.  Dinner and drinks will be provided.

Presenter

 
 
Location
Time
  • Coffee, Tea, Fresh Fruit Juices
  • Whole Seasonal Fruit & Fresh Fruit Salad
  • Fruit Preserves, Flakey Croissants & Coffee Cakes
  • Breakfast Breads, Assorted Muffins
  • NY-Style Bagels, Plain and Flavored Cream Cheese, Butter
  • Assorted Yogurts, House Honey Roasted Granola
  • House Selection Cereals
  • Scrambled Eggs, Roasted Breakfast Potato Medley
  • Smoked Bacon & Pork Link Sausage
  • Cinnamon Swirl French Toast

Presenter

More +
Coesa/Hathorne  
9:00 – 10:15am

Branded Customer Experience: How to Stand Out in Commodity Categories

Today, A/E/C marketers have an opportunity to engage buyers across multiple channels and provide more customized and relevant experience along their journey. A thoughtfully designed customer experience can amplify marketing and sales effectiveness and not only give your firm a competitive advantage at every stage of the buying cycle, but also strengthen its reputation and increase its word-of-mouth marketing efforts.

Many firms think about customer experience in very broad, generic terms and they don’t consider the brand’s central role in shaping it. Even firms with the strongest brands often stop short of extending their brand to customer experience.

What creates raving fans, off-the-charts loyalty and repeat business and referrals is a customer experience that stands out in a way that’s in direct alignment with your firm’s most defining characteristic – its brand.

This program will examine the typical customer experience in professional services firms and help uncover the category conventions that only further breed commoditization. It will challenge attendees to design their firms’ customer experience so that it’s 100% on brand and to use customer journey mapping to become more brand-driven and client-centric in order to create and better maintain long-term relationships.

More +
Orenda/Geyser 
9:00 – 10:15am

What does Michelangelo have to do with marketing?  What can you learn about branding from Botticelli?

Media strategist Greg Stone will share proven techniques to add punch to your promotional strategies — with a lot of help from the great artists and writers.

This interactive workshop is based on his acclaimed book Artful Business: 50 Lessons From Creative Geniuses, which offers a toolkit of tips for the “thinking manager” seeking new ideas or strategies.  Here’s a preview:

  • Projecting Like an Artist (going beyond)
  • Mastering Applied Art (learning the techniques)
  • Eyeing The Mind, Minding the Eye (making visuals count)
  • Mirroring Geniuses (thinking like the great ones)
  • Exploiting the Everyday (using what’s in front of you)
  • Venturing Where Only Artists Go (traveling farther)

Come and delight your eyes with sumptuous, color masterpieces.  You will learn to see the problem at hand from novel perspectives and how to find inspiration from unlikely sources.  The first ten to arrive will receive free copies of the book.

Icon Meal/Break
Morning Break
Gallery 
10:15 - 10:30am
More +
Coesa/Hathorne  
10:30 – 11:45am

Marketing Technology 101: Demystifying the Ever Growing Digital Marketing Toolbox

Marketing has become increasingly technology-dependent and A/E/C marketers face tough decisions regarding which tools to use, which technologies will best support their firms marketing and business development efforts and how to make the most of their budgets. Today there are more than 3,500 marketing software vendors, which includes tools for website content management, CRM, email marketing, social media management, content marketing, SEO, graphic design, and collaboration among many others. Needless to say, the challenge of keeping up with of all the available technology can be overwhelming. So which tools are relevant to the A/E/C industry and which ones aren’t? Which technologies are must-haves versus nice-to-haves? How do you best leverage them all together to best support your marketing efforts?

This session is designed to help attendees make sense of all the available marketing technology solutions in order to make more strategic decisions about where to invest their time and budget. Attendees will walk away with an understanding of what should comprise their firm’s marketing technology stack and how all the systems (should) work together to enable them to be more efficient and effective in their marketing efforts.

Learning Outcomes

  • Attendees will define the primary categories of marketing technology
  • Attendees will discover the critical tools that should comprise their marketing technology “stack”
  • Attendees will discern which tools are right for their firms and how to make them work together
  • Attendees will realize how to make their technology investments work harder and smarter
  • Attendees will understand how to better leverage marketing software
More +
Orenda/Geyser 
10:30 – 11:45am

There’s nothing like a good story — especially one that draws its readers in and leaves them wanting to know more. Case studies must have shelflife that allows them to be re-purposed across multiple marketing channels, offering a big bang for the buck. In the building supply and architectural industries, case studies are the way to your customers’ hearts. They love to know the “why” behind a project: the specifications, quotes from industry authorities, and final outcomes. Pepper in some illustrative language, add dynamic imagery and you have the perfect recipe for intrigue.

More +
Arches 
11:45 - 12:45
  • Pearl Pasta- Saffron, Red Onion, Pickled Vegetables, Arugula, Fresh Herbs, Feta, Herb Vinaigrette
  • Greek – Assorted Greens, Cherry Tomatoes, Red Onion, Kalamata Olives, Feta, Herb Vinaigrette
  • Vegetable Lasagna- Ricotta Cheese, Fresh Tomatoes, Mozzarella
  • Chicken Supreme -Caramelized Fennel, Chicken Glace
  • Broccolini Sautéed with Garlic Infused Olive Oil
  • Creamy Parmesan Risotto
  • Mini Cheesecake Bites
  • Chocolate layered cake

Presenter

More +
Orenda/Geyser 
1:00 - 2:30pm

Whether it’s time to connect your leadership to your team, your staff to each other, or your whole group to your customers, we teach your people skills for the new Connection Economy. Join ConnectAnd Improv for a closing session that will help you listen more effectively, think on your feet, and connect with confidence.

7:00 AM

7:00 - 8:30am

Putnam Breakfast – eggs, meat, fruit, and more!

Synopsis

  • Coffee, Tea, Fresh Fruit Juices
  • Whole Seasonal Fruit & Fresh Fruit Salad
  • Fruit Preserves, Flakey Croissants & Coffee Cakes
  • Breakfast Breads, Assorted Muffins
  • NY-Style Bagels, Plain and Flavored Cream Cheese, Butter
  • Assorted Yogurts, House Honey Roasted Granola
  • House Selection Cereals
  • Scrambled Eggs, Roasted Breakfast Potato Medley
  • Smoked Bacon & Pork Link Sausage
  • Cinnamon Swirl French Toast

Presenter

9:00 AM

9:00 – 10:15am

Branded Customer Experience

Synopsis

Branded Customer Experience: How to Stand Out in Commodity Categories

Today, A/E/C marketers have an opportunity to engage buyers across multiple channels and provide more customized and relevant experience along their journey. A thoughtfully designed customer experience can amplify marketing and sales effectiveness and not only give your firm a competitive advantage at every stage of the buying cycle, but also strengthen its reputation and increase its word-of-mouth marketing efforts.

Many firms think about customer experience in very broad, generic terms and they don’t consider the brand’s central role in shaping it. Even firms with the strongest brands often stop short of extending their brand to customer experience.

What creates raving fans, off-the-charts loyalty and repeat business and referrals is a customer experience that stands out in a way that’s in direct alignment with your firm’s most defining characteristic – its brand.

This program will examine the typical customer experience in professional services firms and help uncover the category conventions that only further breed commoditization. It will challenge attendees to design their firms’ customer experience so that it’s 100% on brand and to use customer journey mapping to become more brand-driven and client-centric in order to create and better maintain long-term relationships.

Presenter

Ida Cheinman

9:00 AM

9:00 – 10:15am

Artful Business: 50 Lessons from Creative Geniuses

Synopsis

What does Michelangelo have to do with marketing?  What can you learn about branding from Botticelli?

Media strategist Greg Stone will share proven techniques to add punch to your promotional strategies — with a lot of help from the great artists and writers.

This interactive workshop is based on his acclaimed book Artful Business: 50 Lessons From Creative Geniuses, which offers a toolkit of tips for the “thinking manager” seeking new ideas or strategies.  Here’s a preview:

  • Projecting Like an Artist (going beyond)
  • Mastering Applied Art (learning the techniques)
  • Eyeing The Mind, Minding the Eye (making visuals count)
  • Mirroring Geniuses (thinking like the great ones)
  • Exploiting the Everyday (using what’s in front of you)
  • Venturing Where Only Artists Go (traveling farther)

Come and delight your eyes with sumptuous, color masterpieces.  You will learn to see the problem at hand from novel perspectives and how to find inspiration from unlikely sources.  The first ten to arrive will receive free copies of the book.

Presenter

Greg Stone

10:15 - 10:30am

Morning Break

Synopsis

Presenter

10:30 AM

10:30 – 11:45am

Marketing Technology 101

Synopsis

Marketing Technology 101: Demystifying the Ever Growing Digital Marketing Toolbox

Marketing has become increasingly technology-dependent and A/E/C marketers face tough decisions regarding which tools to use, which technologies will best support their firms marketing and business development efforts and how to make the most of their budgets. Today there are more than 3,500 marketing software vendors, which includes tools for website content management, CRM, email marketing, social media management, content marketing, SEO, graphic design, and collaboration among many others. Needless to say, the challenge of keeping up with of all the available technology can be overwhelming. So which tools are relevant to the A/E/C industry and which ones aren’t? Which technologies are must-haves versus nice-to-haves? How do you best leverage them all together to best support your marketing efforts?

This session is designed to help attendees make sense of all the available marketing technology solutions in order to make more strategic decisions about where to invest their time and budget. Attendees will walk away with an understanding of what should comprise their firm’s marketing technology stack and how all the systems (should) work together to enable them to be more efficient and effective in their marketing efforts.

Learning Outcomes

  • Attendees will define the primary categories of marketing technology
  • Attendees will discover the critical tools that should comprise their marketing technology “stack”
  • Attendees will discern which tools are right for their firms and how to make them work together
  • Attendees will realize how to make their technology investments work harder and smarter
  • Attendees will understand how to better leverage marketing software

Presenter

10:30 AM

10:30 – 11:45am

Turn Your Case Studies Into a True ROI Platform

Synopsis

There’s nothing like a good story — especially one that draws its readers in and leaves them wanting to know more. Case studies must have shelflife that allows them to be re-purposed across multiple marketing channels, offering a big bang for the buck. In the building supply and architectural industries, case studies are the way to your customers’ hearts. They love to know the “why” behind a project: the specifications, quotes from industry authorities, and final outcomes. Pepper in some illustrative language, add dynamic imagery and you have the perfect recipe for intrigue.

Presenter

Tracey Johnston

11:45 AM

11:45 - 12:45

Lunch Buffet

Synopsis

  • Pearl Pasta- Saffron, Red Onion, Pickled Vegetables, Arugula, Fresh Herbs, Feta, Herb Vinaigrette
  • Greek – Assorted Greens, Cherry Tomatoes, Red Onion, Kalamata Olives, Feta, Herb Vinaigrette
  • Vegetable Lasagna- Ricotta Cheese, Fresh Tomatoes, Mozzarella
  • Chicken Supreme -Caramelized Fennel, Chicken Glace
  • Broccolini Sautéed with Garlic Infused Olive Oil
  • Creamy Parmesan Risotto
  • Mini Cheesecake Bites
  • Chocolate layered cake

Presenter

1:00 PM

1:00 - 2:30pm

Closing Keynote: ConnectandImprov

Synopsis

Whether it’s time to connect your leadership to your team, your staff to each other, or your whole group to your customers, we teach your people skills for the new Connection Economy. Join ConnectAnd Improv for a closing session that will help you listen more effectively, think on your feet, and connect with confidence.

Presenter

ConnectandImprov